Associate Professor of the Department of economics and marketing of the Academic institute of entrepreneurship and advanced technologies of the Lviv Polytechnic National University
The article examines the topical issue of the development of the tourism industry in territorial communities, i.e. the impact of the external environment and the dependence of the development of the tourism sector of the economy on the system of macroeconomic factors which are not directly formed and controlled by territorial communities, despite being an integral element of their management. The authors outline the approaches to the application of PESTLE analysis as the strategic management tool, which makes it possible to analyze the external environment of influence on the development and functioning of tourism in communities, which does not exist outside the integration with other sectors of the economy and markets. The author emphasizes the definition of consumer values in tourism, which is the main goal for a tourist, a visitor to the territory, and a traveler when receiving certain services, which imply obtaining certain sensations: pleasure, emotions, cognition, comfort, health improvement, rest, etc. The article defines certain steps of the PESTLE analysis, which can be used in communities to prepare strategic planning. The authors reveal that when conducting a PESTLE analysis, it is necessary to try not only to describe and evaluate existing external factors but also to predict their changes for 3-5 years. It is necessary to identify the factors that can directly influence the development of the territorial community, the growth of its economic potential, and the preservation of the environment, and systematize them according to their importance for the achievement of the strategic goal. It remains important to predict and minimize possible risks and threats that occur/will occur during the functioning of the complex of tourist capacity of communities – tourist facilities, tourism industry enterprises, infrastructure, and communications.
ourism is among the business directions sustaining huge losses in the war. The approaches to the organization of the tourism business have changed completely since the beginning of the large-scale russian troops’ invasion of Ukraine as it is much dependent on the security component of visitors both during the transfer and when visiting tourist attractions, routes, and other locations that provide certain services of the common tourist basket. Currently, a significant share of travel companies is closed, and some of them have reoriented their activities or act as volunteers. Some requests for recreation began emerging with the onset of the summer season, namely in the cities of safer parts of the country – western regions and Carpathians. So tourism industry continues to function even in martial law since traveling and moving around the country are not forbidden. The article addresses the problems of Ukraine’s tourism industry in martial law and analyzes the dynamics of tourism load on the tourist product producers (travel operators and travel agents) in the 2000-2019 period, which is characterized for Ukraine by hostilities, the annexation of Crimea, occupation of some parts of Donetska and Luhanska oblasts, and introduction of visa-free regimen with European countries. The need to develop new marketing tools to improve the tourism industry competitiveness in regions and territorial communities that should be stipulated at the stage of their spatial and economic planning is emphasized. The article offers the tourism cluster scheme based on a regional (territorial) approach using the entities’ functional integrated links (authorities, businesses, individuals) that consolidate and coordinate the complex systemic management of the tourism industry in the region. Some aspects of Ukraine’s Recovery Plan offered by the Cabinet of Ministers of Ukraine at the Ukraine Recovery Conference held on July 4, 2022, in Lugano (Switzerland) regarding the tourism industry development projects are addressed.
After local elections were held in Ukraine in October 2020 based on the new territorial ground of communities and districts, all communities received equal competencies and basic opportunities to generate their capacity and development foundations (namely, the use of single terminology – rural, town, and municipal territorial communities). Nowadays, the authorities of territorial communities should continuously improve the management foundations and methods to create conditions for the dynamic development of the territory, since the competition among the territories is growing. The paper aims to examine and research the available approaches to marketing of territorial communities’ territories and develop recommendations on modeling the management of territorial communities based on territorial marketing as the most efficient way to manage communities to secure their competitiveness and sustainable development. The conditions to improve new approaches in the management of territorial communities, in particular based on the advantages of territorial marketing, strengthen the role of marketing tools in the development of communities, and improve their competitive ability and attractiveness were created in the context of finalization of the process of authorities and finance decentralization in Ukraine, local governance reform, and administrative-territorial reform. On this ground, the need to use the marketing approach to the development of territorial management foundations using the marketing complex (goods, prices, promotion, distribution) and supplementing it with the features of qualitative and quantitative characteristics peculiar to territorial communities in current conditions is emphasized. The conceptual scheme of managing the communities based on territorial marketing using well-known elements of complex management like analysis, planning, organization, motivation, and control is suggested and substantiated.
The event market has been developing in Ukraine for less than 15 years. It is a market with high competition, yet, according to experts, a low culture that requires research, study, and improvement. The article reveals the concepts: event industry, event technology, events, event management, event marketing, as well as describes the relationship between them. The event industry sector is studied based on the development of the creative economy in Ukraine. The conceptual model of event organization is built and the interrelation of its elements is investigated. The approaches to the practical application are described. The example of the State Enterprise “Arena Lviv” outlines the problems of development of the event industry in Ukraine in modern conditions, operating during the quarantine period associated with the prevention of the spread of acute respiratory disease COVID-19 in Ukraine. The article determines that in the quarantine period, the number of event measures decreased significantly, in particular, many planned activities were canceled or postponed. To hold events in compliance with all quarantine norms, the State Enterprise “Arena Lviv” proposed a new type and method of events - a project - a car cinema, where spectators stay in their cars and do not lose touch with art. Prospects and ways of further development of the event industry in Ukraine are described. The paper generalizes that for further development of the event industry in Ukraine, it is necessary to create conditions for the interpenetration of spheres that form the basis of the industry. It is determined that the government approaches to the development of the event industry should take into account the fact that the industry makes extensive use of human relations, so it is most vulnerable to emergencies and unusual social situations.
The success of attracting investment for increase of scientific, production, financial and economic capacity in existing realities of Ukraine requires effective methods of development of investment attractiveness mechanisms. Search for effective organizational structures for real investment, regardless of ownership and source of funds, is a constant process. The number of laws and regulatory acts that define the foundations of structures to ensure successful investment process as well as preferences and privileges for investors were adopted in Ukraine. In the mid-90s of the last century there were free economic zones, which didn’t perform their duties to a full extent, and in most cases, actually ceased to exist. World experience of investment process shows that in many countries in Europe and in the world the efficiency of economic growth is provided by industrial parks. Ukraine adopted the Law «On Industrial Parks» as of June 21, 2012, № 5018-VI, which regulates the legal basis of industrial parks’ establishment and the procedure of attracting managing companies and their work reglamentation and sets the types of state incentives to attract investment. Based on the adopted Law of Ukraine, creation of a number of industrial parks in different regions of the state was initiated. At the end of 2016 there were 16 parks in the State Register of industrial parks in Ukraine, which had submitted relevant concepts and substantiated the efficiency of these parks. The fact that some farms were created two or three years ago, but currently have not started their work, didn’t attract declared investment and didn’t create new jobs, raises the question of how to change the situation in order to achieve the tasks required. Therefore, the urgency of industrial parks creation and efficiency of their operation must find its development in the works of scientists and in activity of public authorities and local governments.
park, arrangement of industrial park, managing company, participants of industrial park, system approach, initiators of creation
The main development directions and types of activity in the districts of Lviv region are examined and their specialization and investment potential is researched. The ranking of the districts of Lviv region by the main indicators is conducted. The fact that the regions significantly differ in the development level is proven. The main factors that affect investment activity in the region are defined. Recommendations to increase investment attractiveness and measures to promote investment potential of the Lviv region are proposed.
investment potential, districts development, the investment attractiveness factors, promising directions of activity, region
Citations
Oleksyuk, H. V., Lysyak, N. M., & Popadynets, N. M. (2019). Kontseptual’no-strukturni modeli endohennoho potentsialu ob’’yednanykh terytorial’nykh hromad yak peredumova pidvyshchennya yikh konkurentospromozhnosti [Conceptual and structural models of endogenous potential of united territorial communities as a prerequisite for increasing their competitiveness]. Ekonomika Ukrayiny – Economy of Ukraine, 3, 52-69. [in Ukrainian]. {re2020.02.017.009}
Oleksyuk, H. V., Popadynets, N. M., & Samotiy, N. S. (2021). Upravlinnya terytorial'nymy hromadamy na zasadakh terytorial'noho marketynhu: teoretyko-metodolohichni aspekty [Management of territorial communities on the basis of territorial marketing: theoretical and methodological aspects]. Rehional'na ekonomika – Regional economy, 3(101), 15-27. DOI: https://doi.org/10.36818/1562-0905-2021-3-2 [in Ukrainian]. {re2022.01.072.002}
Oleksyuk, H. V., Kuybida, V. S., Lysyak, N. M., & Popadynets, N. M. (2021). Orhanizatsiya planuvannya rozvytku terytoriy u konteksti detsentralizatsiyi derzhavnoho upravlinnya: poyednannya intehrovanykh, prostorovykh ta ekonomichnykh pidkhodiv [Organization of territorial development planning in the context of decentralization of state administration: a combination of integrated, spatial and economic approaches]. Ekonomika Ukrayiny – Economy of Ukraine, 11, 23-38. DOI: https://doi.org/10.15407/economyukr.2021.11.023 [in Ukrainian]. {re2022.04.021.008}
Oleksyuk, H. V., Popadynets, N. M., & Samotiy, N. S. (2021). Upravlinnya terytorial’nymy hromadamy na zasadakh terytorial’noho marketynhu: teoretyko-metodolohichni aspekty [Management of territorial communities on the basis of territorial marketing: theoretical and methodological aspects]. Rehional’na ekonomika – Regional economy, 3(101), 15-27. DOI: https://doi.org/10.36818/1562-0905-2021-3-2 [in Ukrainian]. {re2022.04.021.009}
Oleksyuk, H. V., Khromyak, Y. Ya., & Popadynets, N. M. (2022). Marketynhova stratehiya yak instrument realizatsiyi stratehichnoho planu rozvytku terytorial’nykh hromad [Marketing strategy as a tool for the implementation of the strategic plan for the development of territorial communities]. Rehional’na ekonomika – Regional economy, 7, 67-88. [in Ukrainian]. {re2022.04.021.010}
Oleksyuk, H. V., Kuybida, V. S., Lysyak, N. M., & Popadynets, N. M. (2021). Orhanizatsiya planuvannya rozvytku terytoriy u konteksti detsentralizatsiyi derzhavnoho upravlinnya: poyednannya intehrovanykh, prostorovykh ta ekonomichnykh pidkhodiv [Organization of territorial development planning in the context of decentralization of state administration: a combination of integrated, spatial and economic approaches]. Ekonomika Ukrayiny – Economy of Ukraine, 11, 23-38. DOI: https://doi.org/10.15407/economyukr.2021.11.023 [in Ukrainian]. {re2022.04.027.007}
Oleksyuk, H. V., Popadynets, N. M., & Samotiy, N. S. (2021). Upravlinnya terytorial'nymy hromadamy na zasadakh terytorial'noho marketynhu: teoretyko-metodolohichni aspekty [Management of territorial communities on the basis of territorial marketing: theoretical and methodological aspects]. Rehional'na ekonomika – Regional economy, 3(101), 15-27. DOI: https://doi.org/10.36818/1562-0905-2021-3-2 [in Ukrainian]. {re2022.04.027.008}
Oleksyuk, H. V., Khromyak, Y. Ya., & Popadynets, N. M. (2022). Marketynhova stratehiya yak instrument realizatsiyi stratehichnoho planu rozvytku terytorial'nykh hromad [Marketing strategy as a tool for the implementation of the strategic plan for the development of territorial communities]. Ekonomika Ukrayiny – Economy of Ukraine, 7, 67-88. DOI: https://doi.org/10.15407/economyukr.2022.07.067 [in Ukrainian]. {re2022.04.027.009}
Oleksyuk, H. V., Kuybida, V. S., Lysyak, N. M., & Popadynets, N. M. (2021). Orhanizatsiya planuvannya rozvytku terytoriy u konteksti detsentralizatsiyi derzhavnoho upravlinnya: poyednannya intehrovanykh, prostorovykh ta ekonomichnykh pidkhodiv [Organization of territorial development planning in the context of decentralization of state administration: a combination of integrated, spatial and economic approaches]. Ekonomika Ukrayiny – Economy of Ukraine, 11, 23-38. DOI: https://doi.org/10.15407/economyukr.2021.11.023 [in Ukrainian]. {re2022.04.033.007}
Oleksyuk, H. V., Popadynets, N. M., & Samotiy, N. S. (2021). Upravlinnya terytorial'nymy hromadamy na zasadakh terytorial'noho marketynhu: teoretyko-metodolohichni aspekty [Management of territorial communities on the basis of territorial marketing: theoretical and methodological aspects]. Rehional'na ekonomika – Regional economy, 3(101), 15-27. DOI: https://doi.org/10.36818/1562-0905-2021-3-2 [in Ukrainian]. {re2022.04.033.008}
Oleksyuk, H. V., Khromyak, Y. Ya., & Popadynets, N. M. (2022). Marketynhova stratehiya yak instrument realizatsiyi stratehichnoho planu rozvytku terytorial'nykh hromad [Marketing strategy as a tool for the implementation of the strategic plan for the development of territorial communities]. Ekonomika Ukrayiny – Economy of Ukraine, 7, 67-88. DOI: https://doi.org/10.15407/economyukr.2022.07.067 [in Ukrainian]. {re2022.04.033.009}
Oleksyuk, H. V., Lysyak, N. M., & Popadynets, N. M. (2019). Kontseptual'no-strukturni modeli endohennoho potentsialu ob"yednanykh terytorial'nykh hromad yak peredumova pidvyshchennya yikh konkurentospromozhnosti [Conceptual and structural models of the endogenous potential of united territorial communities as a prerequisite for increasing their competitiveness]. Ekonomika Ukrayiny – Economy of Ukraine, 3, 52-69. DOI: https://doi.org/10.15407/economyukr.2019.03.052 [in Ukrainian]. {re2022.04.033.010}
Oleksyuk, H. V., Popadynets, N. M., & Samotiy, N. S. (2021). Upravlinnya terytorial’nymy hromadamy na zasadakh terytorial’noho marketynhu: teoretyko-metodolohichni aspekty [Management of territorial communities on the basis of territorial marketing: theoretical and methodological aspects]. Rehional’na ekonomika – Regional economy, №3(101), 15-27. DOI: https://doi.org/10.36818/1562-0905-2021-3-2 [in Ukrainian]. {re2023.01.034.006}
Oleksyuk, H. V., Khromyak, Y. Ya., & Popadynets, N. M. (2022). Marketynhova stratehiya yak instrument realizatsiyi stratehichnoho planu rozvytku terytorial’nykh hromad [Marketing strategy as a tool for the implementation of the strategic plan for the development of territorial communities]. Ekonomika Ukrayiny – Economy of Ukraine, 7, 67-88. [in Ukrainian]. {re2023.01.034.007}
Oleksyuk, H. V., Lysyak, N. M., & Popadynets, N. M. (2019). Kontseptual’no-strukturni modeli endohennoho potentsialu ob»yednanykh terytorial’nykh hromad yak peredumova pidvyshchennya yikh konkurentospromozhnosti [Conceptual and structural models of the endogenous potential of united territorial communities as a prerequisite for increasing their competitiveness]. Ekonomika Ukrayiny – Economy of Ukraine, 3, 52-69. DOI: https://doi.org/10.15407/economyukr.2019.03.052 [in Ukrainian]. {re2023.02.041.004}
Oleksyuk, H. V., Kuybida, V. S., Lysyak, N. M., & Popadynets, N. M. (2021). Orhanizatsiya planuvannya rozvytku terytoriy u konteksti detsentralizatsiyi derzhavnoho upravlinnya: poyednannya intehrovanykh, prostorovykh ta ekonomichnykh pidkhodiv [Organization of territorial development planning in the context of decentralization of state administration: a combination of integrated, spatial and economic approaches]. Ekonomika Ukrayiny – Economy of Ukraine, 11, 23-38. DOI: https://doi.org/10.15407/economyukr.2021.11.023 [in Ukrainian]. {re2023.02.041.005}
Oleksyuk, H. V., Popadynets, N. M., & Lysyak, N. M. (2020). Kontseptual’na finansovo-ekonomichna model’ urbanizovanykh system [Conceptual financial and economic model of urban systems]. Ekonomika ta pravo – Economics and law, 2, 84-95. DOI: https://doi.org/10.15407/econlaw.2020.02.084 [in Ukrainian]. {re2023.02.041.006}
Oleksyuk, H. V., Khromyak, Y. Ya., & Popadynets, N. M. (2022). Marketynhova stratehiya yak instrument realizatsiyi stratehichnoho planu rozvytku terytorial’nykh hromad [Marketing strategy as a tool for the implementation of the strategic plan for the development of territorial communities]. Ekonomika Ukrayiny – Economy of Ukraine, 7, 67-88. DOI: https://doi.org/10.15407/economyukr.2022.07.067 [in Ukrainian]. {re2023.02.041.007}
Oleksyuk, H. V., Popadynets, N. M., & Samotiy, N. S. (2021). Upravlinnya terytorial’nymy hromadamy na zasadakh terytorial’noho marketynhu: teoretyko-metodolohichni aspekty [Management of territorial communities on the basis of territorial marketing: theoretical and methodological aspects]. Rehional’na ekonomika – Regional economy, 3(101), 15-27. DOI: https://doi.org/10.36818/1562-0905-2021-3-2 [in Ukrainian]. {re2023.02.041.008}
Oleksyuk, H. V., & Podolskyy, O. S. (2022). Problemy ta perspektyvy turystychnoyi industriyi Ukrayiny v umovakh suchasnykh vyklykiv [Problems and perspectives of Ukraine’s tourism industry in current challenges]. Rehional'na ekonomika – Regional economy, 3(105), 95-105. DOI: https://doi.org/10.36818/1562-0905-2022-3-10 [in Ukrainian]. {re2023.02.125.006}
Oleksyuk, H. V., Kuybida, V. S., Lysyak, N. M., & Popadynets, N. M. (2021). Orhanizatsiya planuvannya rozvytku terytoriy u konteksti detsentralizatsiyi derzhavnoho upravlinnya: poyednannya intehrovanykh, prostorovykh ta ekonomichnykh pidkhodiv [Organization of territorial development planning in the context of decentralization of public administration: combination of integrated, spatial and economic approaches]. Ekonomika Ukrayiny – Economy of Ukraine, 11, 23-38. DOI: https://doi.org/10.15407/economyukr.2021.11.023 [in Ukrainian]. {re2023.03.028.006}
Oleksyuk, H. V., Popadynets, N. M., & Samotiy, N. S. (2021). Upravlinnya terytorial’nymy hromadamy na zasadakh terytorial’noho marketynhu: teoretyko-metodolohichni aspekty [Managing territorial communities based on territorial marketing: theoretical-methodological aspects]. Rehional’na ekonomika – Regional economy, 3(101), 15-27. DOI: https://doi.org/10.36818/1562-0905-2021-3-2 [in Ukrainian]. {re2023.03.028.007}
Oleksyuk, H. V., Khromyak, Y. Ya., & Popadynets, N. M. (2022). Marketynhova stratehiya yak instrument realizatsiyi stratehichnoho planu rozvytku terytorial’nykh hromad [Marketing strategy as a tool for implementation of the strategic plan for the development of territorial communities]. Ekonomika Ukrayiny – Economy of Ukraine, 7, 67-88. DOI: https://doi.org/10.15407/economyukr.2022.07.067 [in Ukrainian]. {re2023.03.028.008}
Oleksyuk, H. V., Lysyak, N. M., & Popadynets, N. M. (2019). Kontseptual’no-strukturni modeli endohennoho potentsialu ob»yednanykh terytorial’nykh hromad yak peredumova pidvyshchennya yikh konkurentospromozhnosti [Conceptual and structural models of endogenous capacity of the consolidated territorial communities as a precondition for increasing their competitiveness]. Ekonomika Ukrayiny – Economy of Ukraine, 3, 52-69. DOI: https://doi.org/10.15407/economyukr.2019.03.052 [in Ukrainian]. {re2023.03.028.009}
Oleksyuk, H. V., Popadynets, N. M., & Ozarko, K. S. (2021). Osoblyvosti prostorovoho planuvannya rozvytku terytoriy [Features of spatial planning of territorial development]. Attractiveness and comfort of the territories of Ukraine (regions, cities and united territorial communities): Materials of the international scientific and practical conference. State University «Institute of Economic and Legal Research named after V. K. Mamutov of the National Academy of Sciences of Ukraine»
Oleksyuk, H. V., Kuybida, V. S., Lysyak, N. M., & Popadynets, N. M. (2021). Orhanizatsiya planuvannya rozvytku terytoriy u konteksti detsentralizatsiyi derzhavnoho upravlinnya: poyednannya intehrovanykh, prostorovykh ta ekonomichnykh pidkhodiv [Organization of territorial development planning in the context of decentralization of state administration: a combination of integrated, spatial and economic approaches]. Ekonomika Ukrayiny – Economy of Ukraine, 11, 23-38. DOI: https://doi.org/10.15407/economyukr.2021.11.023 [in Ukrainian]. {re2023.04.067.009}
Oleksyuk, H. V., Popadynets, N. M., & Samotiy, N. S. (2021). Upravlinnya terytorial’nymy hromadamy na zasadakh terytorial’noho marketynhu: teoretyko-metodolohichni aspekty [Management of territorial communities on the basis of territorial marketing: theoretical and methodological aspects]. Rehional’na ekonomika – Regional economy, 3(101), 15-27. DOI: https://doi.org/10.36818/1562-0905-2021-3-2 [in Ukrainian]. {re2023.04.067.010}
Oleksyuk, H. V., Khromyak, Y. Ya., & Popadynets, N. M. (2022). Marketynhova stratehiya yak instrument realizatsiyi stratehichnoho planu rozvytku terytorial’nykh hromad [Marketing strategy as a tool for the implementation of the strategic plan for the development of territorial communities]. Ekonomika Ukrayiny – Economy of Ukraine, 7, 67-88. DOI: https://doi.org/10.15407/economyukr.2022.07.067 [in Ukrainian]. {re2023.04.067.011}
Oleksyuk, H. V., & Podolskyy, O. S. (2022). Problemy ta perspektyvy turystychnoyi industriyi Ukrayiny v umovakh suchasnykh vyklykiv [Problems and perspectives of Ukraine’s tourism industry in current challenges]. Rehional’na ekonomika – Regional economy, 3(105), 95-105. DOI: https://doi.org/10.36818/1562-0905-2022-3-10 [in Ukrainian]. {re2024.02.133.006}
Oleksyuk, H. V., & Slipetskyy, M. I. (2023). Osoblyvosti upravlinnya turystychnoyu sferoyu na osnovi PESTLE-analizu [Features of tourism management based on PESTLE analysis]. Rehional’na ekonomika – Regional Economy, 2(108), 125-137. DOI: https://doi.org/10.36818/1562-0905-2023-2-13 [in Ukrainian]. {re2024.02.133.007}
Oleksyuk, H. V., Lysyak, N. M., & Popadynets N. M. (2019). Kontseptual'no-strukturni modeli endohennoho potentsialu ob"yednanykh terytorial'nykh hromad yak peredumova pidvyshchennya yikh konkurentospromozhnosti [Conceptual and structural models of the endogenous potential of united territorial communities as a prerequisite for increasing their competitiveness]. Ekonomika Ukrayiny – Economy of Ukraine, 2019, 3, 52-69. [in Ukrainian]. {re2024.02.140.010}
УКР 
ENG
h_oleksyk@ukr.net
UDC 338.48; JEL 338.48